Enduring involvement with wine: Predictive model and measurement

Abstract

This exploratory study identifies the dimensions of enduring involvement with wine. This article outlines the conceptualisation and measurement of enduring involvement of consumers with wine in regard to its value order in the hierarchy of needs. A convenience sample yielded 140 useable surveys after questionnaires were administered to pre-qualified consumer respondents. Data were analysed using the Predictive Analytics SoftWare statistical software package and its add-on feature, AMOS 18. It was found that wine consumers exhibit varying dimensions of enduring involvement according to the characteristics of the hierarchical order of need. The dimensions of enduring involvement identified to be associated with wine as a social and esteem value order product were: pleasure/interest, wine-related lifestyle/enjoyment and self-image/sign value. We conclude that enduring involvement is the more important of the two variants (situational and enduring) of the involvement paradigm. When harnessed by wine marketers, this may therefore boost sales and customer loyalty. Marketers need to know the drivers of wine consumers in relation to the product they buy. This will help in communicating the best strategies to adopt for consumers and how they are applied.